Lighthouse 10 Gets Big User Experience Improvements

Google Chrome has recently made an announcement regarding Lighthouse 10. Time To Interactive (TTI) score, which measures how long a page takes to become interactive, has been removed.

TTI was removed from Lighthouse 10 – Speed Index, Largest Contentful Paint (LCP) and Total Blocking Time simultaneously are metrics that are more accurate. According to Search Engine Land, advised against keyword-rich domains. Users can still access the TTI score in the Lighthouse JSON output – the score will be weighted to zero.

Lighthouse 10 has also received two new audits: New Back/Forward Cache audit and Expansion of Paste Into Passwords Field audit.

The Expansion of Paste Into Passwords Field audit lets users paste passwords into a form field for password to enhance security, while the New Back/Forward Cache audit or bfcache lets webpages load instantly when users move between pages on the website.

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John Mueller Advises Against Keyword-Rich Domains: Google Search Advocate, John Mueller, recently advised against keyword-rich domains, especially when it comes to long-term success. Keyword rich domains are often associated with spam websites as it gives the impression that the brand is merely concerned with improving rankings. It may also make it more difficult to change the focus of your brand and add or change the services offered in the future. It also does nothing for brand awareness or discoverability if your domain name contains keywords rather than your brand name. And lastly, your website will always be in competition with other websites that utilize the same or similar keywords. So, in essence, having a keyword-rich domain could end up doing more harm than good in the long run.

Google Provides Insights on Using Product Structured Data For Brands Offering Services: Google Search Liaison, John Mueller answered a question regarding structured data for websites that provide services rather than products. Mueller suggested using local business structured data for local businesses, as it allows brands to mention the price range for services provided. The confusion stemmed from the definition of product structured data ( product type), which technically includes services. Mueller, however, clarified this is not a Google-recommended practice. Should a brand choose structured data that Google doesn’t support, it will merely not be featured in the enhanced search engine results page (SERP) listing. It will not harm the site, but it is generally better to follow Google’s advice rather than if you want to enjoy enhanced search results.

Google’s Best Practices on New Link Published: Google has recently released its best practices doc on new links, and here’s what you need to know, according to Search Engine Land. The doc has been extended to include how to write good anchor text, external (from other sites) and internal (content on your site) links, anchor text placement as well as how to create crawlable links. 1) Your site will only be crawled by Google if your link is an anchor element or an <a> HTML element. 2) The visible link text or anchor text is best placed between <a> elements that are crawlable by Google. 3) Good anchor text should be as descriptive, relevant (to the page and page linked to) and concise as possible. 4) External and internal links should be nofollow, non-spammy links and each important page should have a minimum of one page linking to it.

Google Ads Gets New Advertising Features: Google Display and Video 360 have implemented exciting new features aimed at planning, buying and measuring linked TV campaigns, otherwise known as connected TV or CTV campaigns. The Reach Planner feature, which now has TV functionality, is a great asset to advertisers as it helps streamline processes and makes it easier to assess unique streaming content published as well as reach. Advertisers can now also access a new Unique Reach Overlap report to help prevent wasting time on overlapping ads. Advertisers can now also use the Deal ID forecasting feature to better understand how a Programmatic Guaranteed or Preferred Deal will do before running the campaign. The instant Reserve feature allows advertisers to reserve certain lineups from Youtube CTV like Youtube Select and Youtube TV. For more information on these incredible features, visit Search Engine Journal here.

YouTube Updates Assist Content Creators To Better Analyze Data and Engage: In more Youtube news, content creators can now look forward to a few new additions to Youtube that will help them understand the data provided by the platform and improve engagement with users. Shorts now allows users to view original content that was commented on. This means that Shorts can now be used as a response in the comments feed. Youtube analytics has also received an update, breaking complex information into more digestible data – introducing data stories – data provided to the creator in card format to explain their channel’s performance as simply as possible. Viewers are now also allowed to become a member of a Shorts feed, which will make it simpler for content creators to monetize Shorts content. For more detailed information, visit Search Engine Journal here.

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